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Is Your Bank Targeting You?

BEHAVIORAL TARGETING—U.S.

January 17, 2011

A report in The Washington Post explores online banking as the "latest frontier" for behavioral targeting, exploring a new practice by financial institutions to match ads to their customers' most recent debit card purchases. "The one thing these debit programs have is a significant amount of transaction and behavioral data," says Mark Johnson of marketing trade group Loyalty 360. "You're going to see a big push to make that insight more sellable." National chains have begun testing the checking account ads, but when it comes to consumer trust, the report states, "As the amount of personal data online grows, businesses have had to walk a fine line between using the information for profit and creeping customers out." (Registration may be required to access this story.)
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